A Southern Lunch Counter

Created as a casual complement to The Grey—James Beard Award-winning chef Mashama Bailey’s celebrated restaurant housed in Savannah’s renovated Greyhound bus station—The Grey Market reimagines the classic Southern lunch counter experience with a fresh, functional approach tailored to modern tastes.

Our branding built on the visual language of classic delis, diners, and Southern lunch counters, incorporating familiar utilitarian elements like wax papers, grease pencil marks, overprinting techniques, and Astrobrite stickers and labeling. These nostalgic cues were paired with The Grey’s established visual signature, creating a clear connection between the two spaces while maintaining their distinct identities. In addition to branding and materials design, we also developed signage, the storefront concept, branded goods, and merchandise, reinforcing the brand’s approachable charm and no-nonsense functionality.

Photography: The Grey Market